Live Group have pulled together some tips and ideas to ensure that your brand isn‘t damaged but strengthened at your next event.

But first, do you understand the difference between brand image, brand identity and brand values?

Brand image refers to a brand’s perception and reputation in the eyes of consumers but it’s more than just putting your logo everywhere. It solidifies the first impression a consumer gets, the feeling of trust for a consumer when seeing your brand which goes on to foster an emotional connection and recognition. Through events, you can build on the positive associations that a consumer has about your brand, tell them about your brand’s journey and show them what distinguishes you from competitors.

Brand identity encompasses the visual and verbal elements that define a brand. It includes the logo, colour palette, typography, and overall design. These elements create a consistent and recognisable look, reinforcing the brand’s presence in the market. Brand values, on the other hand, represent the core beliefs and principles that guide a brand’s actions. They shape how a brand interacts with customers, employees, and the world.

Understanding your brand is crucial because it lays the foundation for effective protection should a problem arise. Knowing your brand ensures consistency across all touchpoints and consistent messaging, visuals and experiences build trust and recognition. Understanding your brand allows you to register trademarks, copyrights, and patents to safeguard your brand assets as well as easily aligns employees with your mission, creating an army of brand ambassadors, and reinforcing its integrity.

All of these points come together to provide a strong position if you need to do any crisis management, when you know your brand’s essence, you can respond swiftly during crises and consistent communication maintains trust even in challenging times.

So how do you pull these threads together to ensure your event aligns with your brand values?

When organising an event, aligning it with your brand values is crucial for consistency and authenticity. Here are some ideas on how to ensure brand values shine through:

Visual Consistency:
– Use the same font, colours, and messaging across all marketing channels and promotional materials.
– Choose a venue that reflects your brand’s values and personality.

Brand Voice:
-Maintain a consistent tone and communication style that reflects your event’s personality, values, and objectives.
-Craft a tagline that captures the essence of the event and communicates its value proposition.

Marketing Collateral:
-Develop brochures, posters, flyers, and social media graphics that showcase the event’s brand identity and promote its key features.

Theme Alignment:
-Align the event theme with your brand’s core messaging. Clearly communicate what your brand stands for to attract attendees who resonate with these ideals.

Early Detection of Crisis:
-Vigilantly monitor for potential crises. Detecting issues early allows for a more effective response and minimises damage to your brand.

Crisis Management Plan:
-Prepare a crisis management plan in advance. It provides a roadmap for handling unexpected situations without compromising your brand.
-Be proactive in defining what constitutes a crisis and how to address it.

Remember, a well-executed event that aligns with your brand values not only leaves a lasting impression but also reinforces trust and loyalty among attendees. In times of crisis, swift and strategic actions protect your brand image and build resilience

Congratulations, the event has happened, but post-event analysis plays a pivotal role in shaping successful events and strengthening brand impact. Not only should you be identifying what went well and looking to build on those successes, there should also be a focus on areas that need improvement or even didn’t work entirely.

What to consider post-event

Identifying Successes and Areas for Improvement:
– Post-event analysis provides detailed insights into event performance and attendee engagement.
– By evaluating data such as attendance, session engagement, and feedback surveys, organisers can measure success and pinpoint areas needing improvement.
-Understanding what worked well and what didn’t allows for targeted enhancements in future events.

Tailoring Marketing Efforts:
– Analysing attendee preferences and behaviours helps tailor marketing efforts.
– A consistent brand identity across visuals, messaging, and experiences fosters audience engagement and recognition.
– Attendees are more likely to trust and pay more for events with strong brand identities.

Boosting Return on Investment (ROI):
– Assessing past event success informs strategies for upcoming events.
– Identifying areas for improvement optimises resource allocation and increases ROI2.
– Effective post-event analysis ensures better outcomes and maximises impact.

Building Credibility and Trust:
– A strong brand image enhances credibility. Attendees associate positive experiences with the brand.
– Transparently addressing feedback and making improvements reinforces trust and loyalty4.
– Brands that actively listen and adapt foster lasting relationships.

Post-event analysis is a compass for refining strategies, enhancing attendee experiences, and reinforcing brand commitment. By learning from each event, brands can continuously evolve and thrive

Remember, the key to preserving your brand is to ensure that every component of your event, from preparation to execution, is consistent with your company’s values. This not only eliminates damage but also strengthens your brand by offering a consistent and enjoyable experience for your target audience.

It takes time to build your brand, add new people to your team, and create a name for yourself in your industry.

And doing all that is essential for your business growth. 

But there’s one thing that companies don’t always consider a priority when building their business. And that’s building their ‘brand’.

Yes, you may have got your logo spot on. You might even have a motto, mission statement or set of brand guidelines created that allow all employees to follow the ‘rules’ of your business.

But branding is so much more than that.

Just like how you present yourself in certain situations, branding gives you a persona, establishing how to present yourself to your customers.

Essentially, branding is an art form; it has the power to shape your company and tone of voice to connect with your audience on a deeper level.

Like we always say, a business without a brand identity lacks emotion. It’s soulless.

So, what is ‘brand identity’?

In simple terms, brand identity is how people perceive your business across all your chosen media outlets, from your product, service, website, social media and more.

When all these elements work together well, following the same brand identity, you build a perception of your business that encourages trust. This technique ensures that your brand is one that people want to invest in or work with.

And that’s how powerful constructing an effective brand identity can be.

We’d go as far as to say it’s one of the most critical aspects of building your business. It shouldn’t be something that’s an afterthought; it needs to be carefully considered to have any chance of success.

Why is branding important for your business?

A business comprises of many elements; a marketing team, development managers, customer service advisors, creatives and much more.

By highlighting how your brand wants to come across in the market to every member of your team, this collaborative approach will have a much greater chance of making an impact in your industry.

Although businesses often consider how they will be seen by their customers, in most cases, we see this being a very ‘surface level’ discussion. 

“On social media, we want to have a friendly, approachable tone”. Yes, it’s fundamental to establish your modulation of voice, but is it enough?

So, let’s highlight what a detailed, well-thought-out branding strategy can do for your business.

Making your brand recognisable

Establishing a brand image or identity is one way to make your company stand out from the crowd and grow a business in a saturated market.

From the use of colour, the creation of an appropriate logo to establishing a relevant tone of voice that will connect with your intended audience, when all these ideas work together, you start to build the identity of your business.

So, let’s discuss a simple example to understand how this can work in practice.

Think of the colours red and yellow; does a brand spring to mind?

We’re sure you’re already there, but let’s add a golden arch in the mix, and you know we’re talking about McDonald’s.

Although it’s one of the biggest brands in the world, they’ve spent years creating this business persona that makes them appear fun and upbeat; essentially, it’s a method used to appeal to their initial intended audience, children.

If the introduction of Happy Meals and Ronald McDonald doesn’t highlight this enough, McDonald’s short, catchy slogans certainly give them a friendly, family feel.

Working together with their upbeat, appealing advertisements and social media campaigns, they create this brand identity of being a fun brand for young people, and it works. Well, you could say we’re lovin’ it.

Creating brand trust

When people or businesses part with their hard-earned money, they will be weighing up whether they can trust your brand without even realising it.

That’s why reviews and testimonials are so popular as a marketing tool today; they will quickly highlight if a business is trustworthy, reliable and provides a great product or service.

And establishing a brand identity is another way to convey that you are trustworthy to your consumer.

By having fluidity of brand image across all platforms, you begin to build your brand’s persona. 

For example, you might choose to use lighthearted language, appealing slogans, and bright colours for your graphics on social media. 

But, if you click through to your website and it doesn’t follow the same tone, subconsciously, a potential customer may not fully grasp what your business is all about. 

There’s no consistency, and this doesn’t build a brand. In fact, it can destroy it, along with the perception of your business to your audience.

Integrating Office Branding for a Cohesive Identity

In the realm of business growth and brand development, one often overlooked aspect is the role of office branding. While creating an external image is crucial, the internal environment where your team operates is equally significant. Office branding extends beyond logos and colour schemes; it encompasses the physical workspace, fostering an atmosphere that aligns with your brand identity.

Points your business in the right direction

When a new staff member joins your team, they’ll be quick to understand how you run internally, as they are there in the flesh to experience how your business operates.

But in terms of how you portray your company to your audience, this requires a greater level of research and understanding.

That’s why we always promote the importance of brand guidelines. This document details the in’s and out’s of the business clearly, allowing all staff to understand the motivations behind why you do what you do.

Ensuring that all your staff fully grasp your brand identity will give your business the best chance of portraying this to your customers. This understanding will, therefore, promote brand trust and instil an established marque personality.

Customers will know what they’re getting

As we’ve explained throughout this blog post, having a brand identity means you’ll be creating a clear vision that your customers will understand.

Understanding what your business offers will provide clarity and put customers at ease, as they will be well aware of what to expect from you.

And following the rules laid out in this guide will help establish this strong foundation, providing a clear direction of who you are and, therefore, who you’ll appeal to audience-wise.

As customers will know what they’re getting when they work or procure from you, you’ll create brand loyalty, hopefully leading to referrals and repeat business.

And if you’re looking for a team to help you establish your own identity through branding, Plan B is here to help.

Get in touch with us today to discover how we can help you achieve success for your brand with the help of our expert team, innovation and creative ideas.

If you want to own your website content and update regularly, a CMS is a good idea. They tend to be user-friendly; you don’t have to be a coder and you can create, and more importantly, maintain something quite stunning. There are lots of templates you can use to reflect your brand so if you are starting out, this is a good idea. You will need some help building it though, and that is where we come in!

WordPress, Wix, Drupal – there are so many platforms out there. Best pick one you find easiest to use. But what about something custom? The issue here is that if you part ways with your developer, you may struggle to find another one who can help you if things go wrong.

Then there are companies who ditch the CMS altogether and have a bespoke site written in code. This is a brave move and if you take this route, you’re best using a coding language that is widely utilised and open source, so that if you have problems, there is a community of developers who can help.

You want your website to stand out and not look like others, so using your own code may help you to achieve this. It is like with your marketing strategy, you need to think who is this for and how can I best target (and impress) them?

So, if you are starting out and want a DIY approach, fine, no problem – select a template and off you go. If you are a larger corporation that can afford to hire developers, perhaps your own approach is best.

There really is no one size fits all, but before you part with money for a template, have a look at how much a branding agency costs as we can take care of all aspects to leave you doing what you do best; running your own business.

If you would like a no-obligation conversation about your website, get in touch.

Typeface vs font

Before diving into the different factors that you should consider when choosing a font for your brand, let’s get the terminology in order. Typeface and font are two terms that are often used interchangeably, however, they’re actually not the same.

You may be wondering if knowing the difference really matters as a lot of people use these terms interchangeably. You will probably get by just fine not knowing the difference, however, it might just help you when you are trying to describe your creative vision more precisely to your graphic designer, colleagues or web designer.

What is a typeface?

The design features of the letters are what characterises the typeface. You may think of Times New Roman, Helvetica and Arial as fonts, but in reality, they are actually typefaces.

When you talk about typefaces there are 5 main families:

• Serif
• Sans-Serif
• Script
• Monospaced
• Display

Within each family, you will find various typefaces with similar characteristics. The serif and sans-serif typefaces are mostly used for body copy and headlines as they are easy to read.

Serif typefaces

Serif Typefaces have little extensions or “feet” at the end of the letters. An example of Serif font is Times New Roman. As you can see it has little extensions on the ends of each letter:

Sans-Serif typefaces

The word “sans” is French and means “without” so sans-serif means without serif. The main characteristic of the typefaces is that they do not have little extensions at the end of the letters. An example of a popular sans-serif typeface is Montserrat:

Script typefaces

Script typefaces are typefaces with a design that imitates handwritten lettering. They are often used for invitations, greeting cards, and other decorative purposes.

Script typefaces usually have a more fluid, organic look than other types of typefaces and they often have connecting strokes between letters. An example of a Script typeface is Pacifico:

Monospaced typefaces

Monospaced typefaces are typefaces in which every character takes up the same amount of horizontal space. This is in contrast to variable-width typefaces, where different characters can take up different amounts of space. Monospacing was once the norm for typewriters and is today mostly used for computer code. An example of a monospaced typeface is Source Code Pro:

Display typefaces

Display typefaces are designed to be used at larger sizes, and often have more exaggerated features and more extreme contrasts in weight (the thickness of the strokes making up each letter)

Display typefaces are often used for headlines, titles and other short blocks of text that need to be eye-catching. An example of a display typeface is Playfair Display SC:

Now that we have covered what a typeface is you may be wondering what a font actually is.

What is a font?

A font is a typeface of a certain size and style. Basically, the typeface is a broader term for all the different variations which we call fonts. So, to define a font you will need:

• Typeface – e.g. Helvetica, Times New Roman, Montserrat etc.
• Weight – e.g. Light, medium, bold etc.
• Size – e.g. 10, 11, 12 etc.
• Letterform width – e.g. expand or condense the space between the letters.
• Italics – italicising the letters also changes the font.

Below you can see various fonts using the Montserrat typeface which is a sans-serif typeface:

Now that we have the terminology it’s time to consider what typefaces and fonts to use for your brand.

What should you consider when choosing typeface and font?

Choosing the right font for your brand is essential. The font you use will be one of the first things that potential customers and clients notice. There is no one-size-fits-all answer to the question of what font you should use for your brand. The best course of action is to consider a variety of factors.

The overall tone or feeling you want your brand to convey

Are you trying to convey a feeling of professionalism? Fun? Creativity? The font you choose should convey the overall tone and feel you’re going for.

For example, a thicker font can convey a feeling of strength or stability. A thinner font may convey a feeling of fragility or delicacy.

The industry you’re in

If you’re in a more traditional industry, you’ll want to use a more classic typeface like Times New Roman or Arial. If you’re in a more creative industry, you can have more fun with your font choice and choose something that’s more unique.

Generally, sans-serif typefaces are used for a more modern look whereas serif typefaces look more traditional.

How easy the font is to read

This is especially important if you’re using your font for something like a website or blog. You want to make sure that your font is easy to read so that people will actually want to stick around and read what you have to say.

How unique the font is

You want your font to be unique enough that it helps you stand out from the crowd, but not so unique that it’s difficult to read.

A good way to find a balance is to combine two fonts – one that’s more unique and one that’s more classic. This will help you create a look that’s both unique and easy to read.

Your target audience

When it comes to choosing a font for your brand, your target is a very important factor to consider. After all, you want them to be able to read and understand your message, right?

Reading and understanding your message is one thing, but you also want to make sure it resonates with them. When choosing a font for your brand, it’s important to consider who your target audience is. Consider the age group, gender, and interests of your target audience when making your decision. Are they traditional? Do they prefer new ways of thinking? Are they creative?

The right font can help you better convert your message and connect with your target audience. On the other hand, the wrong font can turn them off. Consider who your target audience is and what kinds of fonts they respond to before making a final decision.

Conclusion

Once you’ve considered all of these factors, you should have a good idea of what font is right for your brand. Remember to experiment and have fun with it! The right font can make all the difference in how people perceive your brand.

If you are looking for professional advice on choosing a font for your brand, Plan B is always here with loads of creative inputs to help you make your brand unique. Get in touch today.

Brand guidelines are typically pretty straightforward to follow e.g. stationery, colour palettes, fonts etc. However, how can you allow for the necessary creativity and fast-moving actions involved in Social Media, whilst staying in line with the brand values, identity etc? Read on to find out how to make brand guidelines work for social media.

Break it down

How do you make brand guidelines work for social media? The first thing to understand is that the traditional format of brand guidelines does not necessarily work for social media. You can create some basic templates and share them as needed, but this will be more time-consuming than you might think. The main reason is that each platform has its own layout and design requirements. To make social media work for your brand, you need to really understand what your customers want from your posts.

Listen to your customers

The most important thing is to listen. Social media brings the opportunity for powerful communication with your customers that was never before possible. You can ask questions, discover needs or even suggestions that might improve their experience. Do not just collect this data for your records, use it to make informed decisions about how to interact with your customers on social media – this is why listening is so important.

Be specific where you can

Provide a detailed list of specific guidelines – what is allowed and what is not for each social media platform – with examples to back up why it has been included or excluded. This can be very helpful to make brand guidelines wok for social media.

This list should include:

• The specific platform (eg Facebook) and the relevant specifics (header, logo etc.)
• Fonts (size, colour etc.)
• Logo use (how it is used and where)
• Images/GIFS allowed or disallowed.
• Video/audio clips allowed or disallowed.
• Guidance on the tone of voice to use.
• Tagging: is it okay to tag people and accounts?
• Use of emojis.
• Use of hashtags and which to use.

Having clear guidance of the most important aspects is important. You want to make sure that your business image is not going to be damaged, but this should not deter you from thinking outside the box.

Be creative and personal

Social media also offers the opportunity for your brand to be creative and innovative within its interactions with its customers. Be bold, push the boundaries of what is expected of you as a business. However, this does not mean you should ignore the image of your brand and you should always think about how each message might impact your customer’s perception. The main thing to remember is that you need to listen and act on the feedback of your clientele.

Social media is called social for a reason. It’s proven that the more personal and sociable the content, the more engagement it gets. People want to interact with others so the more amiable your brand is the better. Being creative, listening and engaging with your customer is the most important aspect of social media.

Is social media worth it?

Yes! It might feel like a lot of work, but if done correctly social media is a powerful tool. Have some guidelines to be sure your image stays true to your brand, but be real and treat your customers like people, and your business will go a long way.

Need a creative boost?

We are here to guide you. Seeking assistance from a creative agency on your social media brand guidelines can be a great help, especially if you are not that familiar with some of the properties of the various platforms.

At Plan B we have an experienced team ready to help you with your social media. Get in touch and we will be happy to discuss how you can make the most of each platform.

Why is creativity important for brands?

The best brands are the ones that have a unique identity and stand out from the competition. They create an emotional connection with their customers and inspire loyalty. But how do you create a brand that is both unique and resonates with your customers?
By being creative! The best brands can tap into their creative potential and come up with innovative ideas that set them apart from the rest. They understand their target market and know what appeals to them.
Creativity is essential for good brands as they need to be constantly evolving to stay relevant and engaging. They can’t rely on the same old tactics year after year. That’s where creative thinking comes in. It allows businesses to come up with fresh ideas and explore new possibilities.
How do you develop creative thinking?
It can be easier said than done to think creatively. For some people, it comes naturally, while for others it doesn’t. The good news is that creative thinking can be developed – it just takes some practice. It can be difficult to know where to start, and that’s why it’s helpful to have some tips for getting started. Here are a few pointers:

Be open to new ideas

Don’t be afraid of change. This is probably the most important tip when it comes to creativity. If you’re always sticking to what you know, you’ll never be able to come up with creative ideas. Sometimes the best way of coming up with new concepts is by simply trying something different!

Take risks and experiment

Creative thinking often involves some trial and error along the way for you to achieve success. You can’t get great results without putting yourself out there first, so don’t be afraid to experiment a little bit when it comes to your creative process.

Don’t get stuck in a rut

Try something new! When we become comfortable with what we do, creativity starts taking a back seat. If you want creative ideas that will truly stand out from the crowd, then you need to break free from any creative ruts that may have formed. That means being open-minded and trying something new!

Let go of your perfectionist tendencies

Perfectionists, creative thinking can be tough for you because it requires you to think outside the box. But if you want creative ideas that will truly stand out from the crowd, then you need to let go of any preconceived notions about what is right or wrong. If an idea doesn’t work at first, don’t give up – keep experimenting until a great idea comes along. Letting yourself make mistakes as part of creative brainstorming sessions is important too. Without taking risks and being open to failure, there’s no way for creative success.

Work with a Creative Agency

Creative thinking isn’t easy – but that’s where creative agencies can help!
Creative Agencies have years upon years of experience in coming up with innovative creative concepts that achieve real results for their clients. If you’re looking to maximise your creative thinking, then working with an experienced creative agency is the best way to go. They will know exactly what it takes to help your business succeed.

Summary

Remember, creativity powers branding and here’s how you can make the most of it:

• Be open to new ideas and don’t be afraid of change
• Take risks and experiment with your ideas
• Don’t get stuck in a rut – try something new!
• Let go of your perfectionist tendencies
• Work with a Creative Agency

Now that you know how to start the creative process it’s time to start harnessing the power of creative thinking for your brand.

There is always Plan B

We’re an experienced creative agency and we know exactly what is needed for creative ideas to truly resonate with an audience and achieve real results. So if you’re looking for fresh and innovative ideas, don’t hesitate to get in touch with us today! We’ll be happy to listen to your ideas and share some ideas on how best to maximise your creative thinking too.

And so colour is crucial when it comes to your brand.

You want your brand to trigger certain actions and emotions in your audience. And by knowing what different colours mean and how they affect human behaviour, you can do just that.

What is colour psychology?

The study of colour as a determinant of human behaviour is known as Colour Psychology. The idea is that seeing a particular colour can have an immediate effect, evoking certain feelings and encouraging certain actions.

What do different colours mean?

Because a colour’s meaning is influenced by upbringing, gender, age, location, culture and other factors, it is possible for people to attach different meanings to colour. Whilst it’s important to remember that meanings aren’t universal, it’s useful to know those common colour associations are thought to exist.

So, let’s take a look at the common thoughts, feelings and behaviours that are triggered by different colours.

Red

Red is associated with excitement, danger, passion, energy, urgency and action. So it makes perfect sense to use red for your call to action. A handy insight to know if you’re a restaurant is that red is also thought to encourage appetite.

Red is intense and its association with danger does mean you may want to use the colour with caution.

Orange

The associations surrounding the colour orange are creativity, youth, adventure, success, confidence and enthusiasm. Whilst red and orange both capture attention, orange is more playful than commanding. If you want your brand to be vibrant, energising those who encounter it, orange is a strong choice.

Yellow

For happiness, hope, optimism and positivity, go for yellow. It’s the colour of sunshine and summer.

But it also stands out and can be seen from afar, so can be used to evoke caution. 

Green

You see green, you think of nature. So it’s of course a popular choice amongst plant-based, eco-friendly and sustainable brands. Conjuring images of spring, green can symbolise vitality, freshness and growth.

Indicating ‘go’ on traffic lights, green is another colour that can encourage action. But also bear in mind the negative association green has with envy.

Purple

Since purple combines red and blue, it evokes both blue’s serenity and red’s energy. Our senses are engaged but balanced with a peace that enables thoughtful insight.

If you want to bring a touch of luxury to your brand, purple is linked to royalty so can signal prestige and nobility. Or perhaps you want to create mystery and magic? Purple’s associations with spirituality and fantasy make it just the colour you need.

Maybe use it sparingly though as too much purple can stir feelings of arrogance and impatience.

Blue

Blue is known for its calming effects. Along with encouraging relaxation, blue can instil trust and convey intelligence. And that’s why it’s one of the most popular colours in the world for logos.

But blue can also be cold and suggest sadness, so use it with care.

Pink

Femininity, tenderness, romance, compassion and sensitivity are all evoked by the colour pink. 

Pink can bring a softness and delicacy to your brand.

Grey

There’s a formality to grey. It’s professional and mature, it has a seriousness to it. Whether this is positive or negative depends on your company and the industry you’re in. 

Brown

The earthy connotations of brown create a wholesome feeling. For that reason, brown is often chosen as the colour for natural products or outdoor activities.

There’s a dependability that also comes with brown. Those companies that use brown in their branding can be seen as down to earth, practical, secure and reliable.

Black

There’s power in the colour black. It suggests exclusivity and elegance. But be careful, its stylish sophistication can make a brand feel unapproachable and intimidating. So unless that’s what you’re going for (as is the case with some luxury fashion brands), use it wisely.

White

The colour of simplicity is white. If you want your brand to have a minimalist aesthetic, the cleanliness and purity of white make it the classic choice.

To sum up

Emotions are significant drivers in decision-making. And colour is a valuable means of eliciting certain emotions that ultimately encourage action.

Think about what you want your brand to represent and what feelings you want to evoke in your audience. Now choose the colours to match.

If you’d like any advice on the colours most suited to your brand, get in touch today.

In a world of content overload and digital noise, how can your brand cut through?

Creativity is how.

Creativity is a differentiator, it stops consumers in their tracks, disrupting the endless scroll.

Time and time again studies prove better results are achieved by the most creative brands. Creativity can lead to innovation, fueling big ideas and new opportunities. Problems are solved through unique solutions as employees are encouraged to think differently and challenge the status quo. The result is products, services and tactics that stand out.

If this is the key to your competitive edge, then what are the specific ways to be more creative with your brand?

Here we run through the top five.

Tell your brand story

Simply promoting your products and services is no longer enough. People buy from brands that match their values and reinforce their identities. That means they need to know who your brand is, why you exist and what you stand for.

That’s where brand storytelling comes in. You need a story with characters, a plot, a setting, a theme, a point of view and a conflict. You need a beginning, middle and end that covers the history of your brand, your brand’s purpose, values, goals and mission.

Once you have your story, you then need to get creative in how you share it. This leads us on to our next point…

Use a variety of content and channels

One size does not fit all when it comes to communicating different messages to different audiences.

You need to reach audiences where they are and use the type of content most suited to what you’re saying.

Always writing blogs and producing infographics can soon become boring to your audience. And only publishing content on your website or using email limits who you reach. You need to mix it up, keep your audience guessing. That’s how you get engagement.

Know which mediums allow for the most creativity

Certain types of content and channels of communication lend themselves to greater creativity. 

So, for example, Instagram stories can allow for more creativity than feed posts since they’re fleeting and can be done off the cuff, meaning more opportunity for experimentation. 

Another example would be social videos over website videos. There’s definitely a time and place for website videos, but those you post on social media can give you the chance to be more creative. This can be the result of each platform’s audience. Your social media followers may be more open to seeing quirky content, whereas this approach may be too risky for your website and first-time visitors. 

Involve more of your team in idea creation

There are certain job roles or departments that are branded as the creatives within a company. You may in fact have a ‘Creative Team’. But that doesn’t mean other employees can’t get involved in coming up with ideas or producing content.

If anything it should be actively encouraged.

By bringing more of your team into the process of idea and content creation, diverse voices are heard and fresh perspectives introduced.

Collaborate

As hinted at in our last point, collaboration fosters creativity. But this collaboration can and should go beyond the internal team.

Partnering with clients and synergetic businesses offers great opportunities for creativity. Combining different skill sets, knowledge and experience can widen your brand’s reach and allow you to push the boundaries with what you offer. 

To sum up

For your brand to get noticed, it needs to get creative. With so many brands and so much content out there, you may think everything’s already been said or done.

But we’re here to tell you that it hasn’t. And by actioning these top five suggestions, you’re nurturing the creativity that’s key to bringing something new to the table.

Creativity is our purpose and passion here at Plan B Creative (if you couldn’t tell from the name). So, if you would like any advice or have any questions about boosting your brand creativity, get in touch today.

But if brand touchpoints are any interaction a consumer has with you, that’s a lot to try to control. Especially if you have a pretty big team and various business partners.

This is where brand guidelines come in handy.

Everything a person needs to know in order to represent your marque, in one PDF.

Here we run through what exactly brand guidelines are, why they’re essential and their core components.

So, let’s jump in.

What are brand guidelines?

Brand guidelines outline a set of rules for how to represent your company. Think of it like an instruction manual for both your internal team and external partners.

Why do you need brand guidelines?

As we mentioned, consistency is crucial when it comes to brand perception. You don’t want to be just vaguely familiar, you want to be remembered. And brand guidelines can help you with this for the right reasons.

Let’s say you run a print ad that’s bold, brightly coloured, humorous and uses original imagery. But then you send out a promotional email that has an academic tone, pastel colours and stock photography. The consumer that sees both will either be confused or not align the two with the same company.

Not that we’re saying there can’t be any variation; it’s important to adapt visuals, message and tone to the channel of communication. But if your emails, social media, adverts, blogs and everything else you put out bear no resemblance to one another, for a start your target audience won’t know it’s you and if they do, they’ll not know what to expect from the brand or what you represent. And that’s when distrust sets in.

So, as you can see, specifying how to use your logo, sticking to an established colour palette, conveying set values and writing in a certain voice, all the while keeping that brand mission in mind, means your concept is the brand you’re showcasing.

What are the core components of brand guidelines?

A Google search will throw up a load of results that give you a slightly different mix of brand guide elements each time. So, here, we’re going to give you the core components. The constituents that you can’t do without. You could always add others but we advise not to take away.

Mission and values

To give readers an understanding of why your brand exists and what you stand for, start off by outlining your mission and values. This not only helps to give readers a basis for the decisions you’ve laid out in the guidelines, it can also help motivate them to stick to them.

Knowing the story behind the brand can mean those that work for you or with you are more invested and committed to the representation and reputation of your company.

Logo

Here you need to show how your logo is to be used. So, whether you have variations, size limits, set colours, specific spacing and alignment. It’s also useful to include examples of how NOT to use your logo.

Typography

Typography may at first seem like just a small detail. What does it matter if you use Roboto or Oswald? If the text is condensed or bold? Size 10 or 12?

In fact, it matters a lot in terms of branding. Those small details can make a big difference. To keep things legible and consistent, set standards for typeface, size, weight and colour of fonts.

Colour palette

Colour will most likely be the first thing your audience spots and the feature they’re likely to remember. What’s more, certain colours create certain emotions. So, choosing the right palettes that represent your brand is crucial.

Your primary colours should be between 1 – 3. They’re your main colours, the ones your target audience will immediately recall when they think of your brand. They’re used across your communications and typically in your logo.

Secondary colours may be between 1 – 6. Your secondary colours complement your primary palette. They’re used less often and for less important features, but can be useful for differentiation and flexibility.

Voice and tone

It’s key to be consistent in not just what you say, but how you say it. That’s where voice and tone come in. They may be connected, but they’re still two different things. The best way to think about it is in terms of your own voice and tone; you always have the same voice, but you’ll take a different tone depending on context.

And that’s the same with your brand. Your brand voice needs to reflect the characteristics of your brand and your personality. Is your brand friendly? Genuine? Empowering? Ambitious? Professional? Reflect this in your communications.

In terms of tone, consider who you’re speaking to, what you’re saying and where you’re saying it to determine the mood you take.

Imagery

When it comes to imagery, first consider what types are to be used. Only original, a mix of your own and stock? Can illustrations be used? What about animations?

And then think of how the images are to be treated. Can effects or filters be used? Can images be cropped? Can logos be placed on the images or copy added?

To sum up

Having brand guidelines creates clarity. They make sure everyone involved in representing your company is on the same page; your team and partners don’t just know what’s expected, but also how to deliver.

Standardising communication makes for a more trusted brand. Your audience knows what they’re going to get. And if you’re reliable and memorable, why would they go elsewhere?

If you’d like any advice on creating your brand guidelines, get in touch today.

And your potential clients and customers are ready to say goodbye to zoom and hello face-to-face.

85% of company leaders think in-person events are key to their business success. So, if exhibitions aren’t a part of your brand strategy, you’re definitely missing a trick.

Here we outline why exhibitions are key to your brand building efforts.

Form relationships between brand and consumer

As the saying goes “People do business with people they know, like and trust.”

And exhibitions are an ideal opportunity to lay the groundwork for these relationships.

Faceless brands distance themselves from audiences. Consumers establish connections with companies through familiarity and transparency. By attending exhibitions you’re giving potential clients and business partners the chance to put a face to the name. Showing the people behind the business humanises your brand, enabling audiences to identify and relate, ultimately building the trust that’s key to your success.

Plus, the audience that you’re engaging with at an exhibition are likely to be more receptive than, say, consumers you’re cold calling. This is a big benefit of exhibitions; they’re your way of going direct to your target market, building relationships with interested consumers and generating quality leads.

Differentiate your brand from the competition

In saturated markets where consumers can find you along with all your competitors at the touch of a button, you need to identify ways to cut through the noise.

Exhibitions are your chance of doing just that.

As we mentioned in our first point, exhibitions are an opportunity to show the people behind your brand. And this is key when it comes to standing out. Connections with customers are just as important as the quality of your product or service. Maybe even more so if you’re in a crowded marketplace. Being familiar could be what sets you apart and motivates the consumer to choose you.

And speaking of competitors, exhibitions are great for scouting out the competition. Knowing what other brands in your industry are doing is vital to your business strategy. It’s a way of seeing what works and what doesn’t, plus identify the gaps in the market. You can then use this valuable information to ensure your offering is unique and meets the needs of your audience. 

Create quality content

The number of marketers using content marketing stands at 82%, that’s up 70% from last year.

Why? Because content builds brand awareness, creates consumer trust, can generate better leads, improve SEO and position you as an industry leader.

So, if there’s an opportunity to create more compelling content, take it. 

And that’s what exhibitions offer. Live tweeting, writing blogs, sharing action shots, posting behind-the-scenes videos; they’re all ways of increasing your engagement and connection with audiences.

What’s more, creating content around your exhibition enables you to reap the rewards before, during and after. Exhibitions aren’t just a one-day thing, not when it comes to the preparation involved or the content you can create.

It’s no secret that making the most of exhibitions takes work. So, creating content helps you achieve results that match the amount of effort. Content around your exhibition extends the time frame and increases your reach. You can build anticipation before, engage audiences that can’t be at the event during, and repurpose content long after. 

Associate your brand with specific sectors

Do you want to be known as a specialist in a particular sector? Perhaps you’re a recruitment agency that targets tech companies, or a marketing agency that wants to grow their client base in the financial sphere. Then be sure to have a stand at their industry exhibitions.

Being an exhibitor is a means of making your brand known amongst a specific sector. You get direct access to potential clients to demonstrate your knowledge. You show companies that you’re invested in their field, that you make the effort to immerse yourself in that sector to keep up with developments. Position yourself as experts and become the industry’s go-to brand.

Done right, exhibitions can have a valuable and long-lasting impact on your brand. And part of doing it right is ensuring your display is top quality. Exhibitions can be vast, packed with other companies competing for attendees’ attention.

So, you need a display that stands out. It needs to capture your brand and leave a lasting impression. That’s where we can help. We know that the paper stock, special finish and print technique can say as much about your brand as the content it features. Which is why we work hard to create the signage that suits your style.